顧客調査
顧客調査はマーケティング関連部署の基礎となります。スパイアは、カバーする新興国市場における定量および定性調査を提供します。スパイアのコンサルタントは、フィールドワークのみならず、翻訳のニュアンス、質問項目の設定、ブリーフィング、インタビューの実行に精通しており、アジアと新興国における言葉と文化の背景を理解した上で、結果を導き出すことができます。
| QUANTITATIVE RESEARCH |
| Surveys |
- Face-to-face (central location, home or office)
- Street intercepts, mall intercepts
- Phone, internet
|
 |
| QUALITATIVE RESEARCH |
| In-depth Interviews |
- Guided interview – using basic checklist to make sure that all relevant topics are covered
- Semi-structured format – free flow conversation to increase insights on participant’s thoughts, feelings and behavior
|
| Focus Group |
- Discuss with a group of 7-10 people or mini-group of 3-5 people, who have been specifically screened to match set criteria
|
| Ethnographic Research |
- In-context observations
- Central location tests
- Diary placement
|
|
| RETAIL RESEARCH |
| Mystery Shopping |
- Simulating various customer scenarios
- Testing sales skills, product knowledge, first brand mention and other selling attributes
|
| Retail Audit |
- Assessing in-store environments for hygiene, share of shelf, share of voice, and other attributes
- Designing and scoring competitive metrics for brand in-store execution
|
|
